The specialist wine and spirits division of Carlsberg UK, Crown Cellars, has announced its support for the Wine and Spirit Education Trust (WSET) as a Silver Patron.
This means it is part of the Corporate Patrons programme, which ensures that the WSET receives funding towards its courses and qualifications.
In line with this support, Crown Cellars' 70 regional sales managers and telesales teams have both been put through wine and spirits training, while the company's field sales force have recently all achieved their level 2 WSET Wines & Spirits certificate.
James Lousada, chief executive of Carlsberg UK, said: "We are delighted to be supporting the excellent educational work that the WSET carries out at all levels. We have always admired the WSET's commitment to deliver first class qualifications for the trade, and place education and training high up on our own agenda."
He added: "We believe that knowledge is the key to our customers growing their wine sales and to ultimately improving the customer experience. If staff are confident to talk about their range, to offer advice about different grape types and to make recommendations, then the overall customer experience can be dramatically improved."
Ian Harris, WSET chief executive, said: "Having the support of Crown Cellars as a corporate patron will mean that both organisations can benefit from a closer working relationship. We are very grateful for their support."
Crown Cellars is approved by the WSET to deliver their training courses, and since 2010 has trained 330 of their customers to WSET level 1 award in Wines. It also has a Master of Wine on the team, Jonathan Pedley, who can arrange bespoke wine and cocktail lists, staff training, and tutored tastings.
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